From farmland to toyland

From farmland pasture to a parade of children's entertainment stars, a lot has happened in Manhattan's renowned 'toy district' over the past two centuries.

Two hundred Fifth Avenue was described as the "center of the uptown business district" when it opened as an office building in 1909. This site has long been an important business and world traveler destination—from stagecoaches bringing travelers in the 1800s to the more than 20,000 buyers, 1,500 manufacturers and 350 media outlets that come to the district each year from all over the world to shape the $20 billion toy industry.

Early records show the site where the International Toy Center now stands (farmland in the early 1800s) was part of a grant to a freed black slave. The farmhouse that stood at the corner became the Madison Cottage roadhouse in 1839, Franconi's Hippodrome—a two-story circus structure—in 1853 and, subsequently, The Fifth Avenue Hotel in 1859. The hotel, built by Amos R. Eno, who purchased the property in 1857, became the social center of New York.

By the turn of the century, the area was a center of commerce and The Fifth Avenue Hotel along with the Albemarle Hotel at 1107 Broadway made way for office buildings: Eno's grand hotel was torn down in 1909 and in its place rose The Fifth Avenue Building. The Flatiron Building was built during this period as well and the Madison Square area became 'the place' to do business.

Fifteen stories high, The Fifth Avenue Building was one of the tallest buildings in New York and drew the very best of tenants, becoming one of Manhattan's most prestigious addresses. The landmark clock standing in front of the building also stood in front of the hotel.

There were very few toy companies in the United States at this time. The center of toymaking had been Germany for centuries and remained such until the outbreak of World War I. It was then that the American toy business got its start and toy tenants began to move into the building. By the time World War II ended, the toy industry was beginning to flourish in the United States and Madison Square was the area where most toy companies settled.

In 1950, the building was acquired by its current owners, who in 1964—when the toy industry was rapidly expanding— made a commitment to the industry and renewed leases only with toy or toy-related companies. As part of the commitment, a bridge was constructed in 1968 to join 1107 Broadway with the Fifth Avenue building, creating one center.

Today the International Toy Center is home to one of the largest permanent displays of children's entertainment and seasonal products in the world. With its marble lobby and brass trim throughout, the ITC is no mere convention center: It is home to the U.S. toy industry.

And its commitment continues with two programs to help new companies get established. The ITC's Incubator Program provides an exclusive showcase for up-and-coming companies and new entrepreneurial ventures only during Toy Fair. Graduates of this Incubator Program, and other recently established companies, can be found in the ITC's Gallery, a year-round facility offering state-of-the-art displays in a larger and more private setting than the traditional trade show booth setting, without having to incur the cost of a showroom.

The building even has its own parade. The ITC annually produces its "International Toy Parade of Stars" to coincide with the official opening of Toy Fair. The parade features 60 characters from more than 30 children's entertainment companies, marching bands and celebrity grand marshals.

As the industry warms up for its 99th Toy Fair in New York City, PLAYTHINGS begins its own parade, this one a review of new products set to launch this year. Who knows? The next 'must-have' toy just might be on one of the following pages of new product reviews; or in next month's Toy Fair issue—our 99th year as well!

Tyco takes to the water with new wet and wild RC vehicles.

Hydro Racers are hot mini hydroplanes with full-function radio-control action, a twin-propeller drive and a see-through "aqua" transmitter that doubles as a display stand. Great for pool and pond.

Also new is Sea Arrow, a super-sleek, high-performance RC speedboat with a real working outboard engine and featuring wild colors and realistic styling.

To mark the 25th anniversary of Klutz, the activity book and kit company is publishing a silver anniversary limited edition of Juggling for the Complete Klutz complete with silver cover and reupholstered juggling cubes in red velour. Open the pages to find a gallery of past covers (both in America and abroad) and a new foreword by Klutz founder John Cassidy.

This spring Klutz debuts a pencil-pushing activity book chock full of connect-the-dots, hidden pictures, unfinished drawings, fold-up puzzles and games. The black and white illustrations allow kids to go wild with five "twist-up" crayons packaged on the front of the book. A new Edible Book with 20 tasty pages comes packaged with a "FooDoodler" pen that writes in edible ink for those top-secret notes. Additional non-edible pages are also included for game playing and doodling.

Sun Paint: Use Sunshine to Make Colorful Fabric Paints is yet another activity book and kit that comes with light-sensitive sun paints to create personalized patterned fabric. Three brilliant Sun colors that can be mixed, a foam brush and three plain cotton bandanas are part of the kit. Kids can have more fun with fabric with T-Shirt Tattoos that rub on and wash off. Six different designs are available.

Klutz's new Sling Chute promises a lot of fun for the outdoors. As the nylon parachute tucked into two ball halves gets thrown by its attached tail up into the air the ball opens up and a multicolored chute floats back down to the ground.

Tiger Electronics roars into Toy Fair with a lineup of innovative new products.

Tiger kicks it into high gear with BattleBots, the hot new sport of live robotic combat. Airing on Comedy Central and Pay-Per-View, BattleBots contestants design and build radio-controlled robots that employ an array of destructive weaponry such as hammers, saws and spikes and weigh up to 488 pounds.

Tiger's new Custom Series Tournament Edition is a full-function radio-control Bot that can be accessorized with wheels, treads, weapons and armor. With a new patented technology, kids can stage multi-Bot battles with up to eight competitors. New Tournament Edition Bots include the lightweight champion, Dr. Inferno Jr. and the heavyweight champion, Son of Whyachi.

The ever-popular HitClips Micro Music line is back for 2002 with new artists and fun new players. Featuring top recording artists like Britney Spears and *NSync, each micro music mix comes on a chip measuring less than 1" x 1," played on a series of players that are not much bigger. New for 2002 are a HitClips Necklace(with magnetic clasp), HitClips Carabiner Clip (with built-in speaker), Beatbot 6000 (a funky robot) and HitClips Pen (with retractable earbud). Also debuting is the HitClips Video Jockey, which allows users to create a short "video" that plays in time with the HitClip.

Also new are Googlers, expressive room buddies that respond to all different moods. The perfect companions, Googlers will spin in circles and shout with glee when you're excited, cuddle up and coo when you want to share a secret and throw kisses when you need cheering up! They are especially for girls 6 to 11.

From basic cars to Pavement Pounders, Mattel's Hot Wheels' lineup this year offers versatility and innovation.

In the Basic Cars collection, the 2002 line offers 42 die-cast vehicles, including First Editions cars, the Segment Series and Treasure Hunt cars, which are vehicles with limited production runs and randomly assorted in the mix. New additions will be released on a monthly basis. In total, 15 new Segment Series have been added, bringing the collection to 60 cars in all.

In the 100% Hot Wheels line, Cool 'N Custom III makes its debut. This features two 1:64 scale cars, one with showroom beauty, and the other a ticked-out custom classic. This limited edition set gives car collectors two different looks at the same classic. It includes a collectible display case. The Super Street Magazine Two-Car Set features the Super Street Honda Civic and Wings West Ford Focus. Both vehicles are outfitted with Wings West new Avenger-style body kits.

Pavement Pounders are two Hot Wheels vehicles in one: a big rig truck carrying a 1:64 scale car. The big rig's tailgate becomes a working ramp so kids can roll the car right onto the truck, then drive away. The Cargo Carriers can hold up to nine 1:64 scale Hot Wheels vehicles.

Building on the success of Action Products' ClimbaTron brand, two new window-climbing robots are making their entry. Using a suction cup system to scale surfaces like mirrors, glass and metal file cabinets, the robots also feature auto-reverse action. This year, two ClimbaTron vehicles enter the mix. The ClimbaTron Scout includes a scanning camera and cockpit canopy that opens to reveal explorer Max Newton, while the ClimbaTron Stinger has electrodes that pinch in and out.

Shipping this month are two new entries in the Space Voyagers collection, which has now been separated into two lines this year. AstroSquad, with red packaging, focuses on figure-based play, while Adventure Fleet, in blue packaging, centers on vehicle-based play.

The Apollo Lunar Explorer figure— Commander Wolf Perry—debuts this month as the first member of the AstroSquad. The set includes authentic accessories, including a lunar EVA helmet with flip-down sun shield, ultraviolet observatory camera, gripper claw, moon rock, sample scoop, core sample tube and hand-held camera. The figure is posable, with 15 points of articulation.

The Space Voyagers Adventure Fleet International Space Station: Expedition One is also new. Complete with a display stand and featuring 17 detailed pieces including the Soyuz spacecraft, the ISS allows children to create their own space station.

Toddlers no longer have to wait until they are 18 months old to begin discovering the Little People around them. Beginning with the Animal Sounds Zoo, many of Fisher-Price's 2002 Little People toys are now age-graded for 12 months and up. The company continues its tradition of creating toys that stimulate budding developmental skills during the formative years.

Animal sounds and music bring the Animal Sounds Zoo to life, as toddlers learn all about the different animals that live at the zoo and discover the unique sounds they make. The Power Wheels Lightning Pac (Powered Action Cycle) is a battery-powered, two-wheeled ride-on for children. Real rubber tires provide a good grip and handling, and the adjustable handlebar is the control center with a squeeze throttle and pull hand brake lever.

This January, Fisher-Price rolls out Ernie's Splashin' Fun Trike. Ernie, dressed in swim gear, rides across the water when kids pull his rubber duckie. For more water fun, Beach Party Blue features the Nick Jr.'s popular dog in a bubble-blowing snorkel and mask.

The Grow to Pro Pogo teaches preschoolers to learn balance and control. The product incorporates the 'training wheels' concept. When they have learned to pogo, parents can remove the extra broad base.

With Babbles to Books, babies can discover the joy of learning language while establishing the foundation for a love of reading. The debut line consists of First Sounds Bee, Mouse's Word House and Silly Sentence Caterpillar.

One of the hottest toys of 2001—Rescue Heroes—now features two new elite teams. The Rescue Heroes Night Patrol has special light-up equipment, and the Launch Force figures are equipped with a special high-tech backpack and super tools.

Sweet Streets is a collection of charming shops, houses and vehicles that folds up neatly in a portable case. The initial launch includes The Candy Shop & Dance Studio, Beauty Salon & Pet Shop, Ice Cream Truck and Horse & Carriage.

A variety of colorful bears, horse and dolphins soothe baby with a soft melody that plays as the Melody Teether Rattles lights up. To the tune of "Toyland," newborns can relax under the Reversible Mobile with black and white on one side and an array of colors on the flip side that can be enjoyed as baby's vision develops. From the canopy hang six smaller canopies with three mirrors that further stimulate development.

Babies are encouraged to Roll With It Baby and chase the dog, cat, mouse and cheese as this new soft roller turns on floor surfaces. Infants can learn balance and pushing skills with the machine washable fabric-covered roller that houses colorful, jingling balls on each end.

The sweet scent of jasmine in new Peek-a-Boo Pansy's leaves helps stimulate a baby's senses as the colorful flower in the plush flowerpot can be pulled to 'grow' or pushed back down to 'disappear.' A variety of finger activities and noises add to the toy's appeal, along with a flexible, soft worm around the flowerpot that can serve double duty as a carrying handle.

Just squeeze the terrycloth-covered bodies of Animal Bath Buddies with Sounds to hear the elephant roar, the tiger growl and monkey chatter. The animals' bellies are made of a loofah-like material for soft scrubbing. The Animal Bath Buddies with Sounds will be available in 12-piece assortments.

Milestones products will soon be found in open packaging to promote try-me play at the store level by children and parents. Each colorful box will include Imagiix's Child Development Guide to help steer parents toward developmentally appropriate toys for specific abilities and interests.